''We have a registered trademark. We love the name,'' Alexander said. ''Fifteen years ago we redesigned the logo and wanted a trademark to specifically protect our brand. The logo represents the spirit of the school.'' The patent office said the similarities were too many to overlook. ''In this case, the marks are identical in part, sharing the same dominant wording and overall commercial impression,'' it said in denying the application. ''The nature of the applicant's and registrant's services is similar; both offer sports entertainment of a kind available in the same venues, broadcast on